More guest decisions mean less guest spend. That's the core finding behind Experiential Spend Velocity™ (ESV), the framework for how spending actually moves through a hotel, resort, or venue experience. Guest spending isn't random. It moves in currents, shaped by everything the guest encounters along the way.
ESV maps how spend flows across every touchpoint of a property: dining, amenities, activities, the moments in between. It identifies the exact points where revenue stalls before it reaches its destination. We call those points Spend Breakage.
The gap between what a guest was willing to spend and what they actually spent is almost always behavioral, not budgetary. Something got in the way of the decision: a menu that wasn't there when they wanted it, a line that made the choice not worth it, a moment that should have prompted a yes and didn't.
More decisions, less dollars. Every choice you hand a guest is a chance for the moment to pass. The greatest defense against Spend Breakage is removing the decision from the guest's plate entirely. Default them in. Make the yes automatic.
Coming soon, we'll look at how to actually eliminate Spend Breakage across a stay.
